Search engine optomisation, or ‘getting your website to rank highly on the major search engines’, is considered by many to be a dark art.

Mainly because there is no definitive solution to getting it right. The algorithms applied by search engines change daily and the best advice any digital chap can offer is that your presence on the first page of Google is an ongoing labour of love – so when you build a site, you need to keep tinkering with it to keep up your rank.

After the initial build of the site, there are lots of ways to boost your rating. Deep linking between yourself and other high traffic sites can really push you up there but this often gives nothing beneficial to your public and still costs you.

So can public relations square the circle? Great links + great content?

We believe that it can and it should.

Blog posts and press releases can be optomised in a way that the computer can understand, using meaningful keywords with the right frequency so that the search engines and news sites can find you.

More than that, these words pull your public towards you, rather than pushing your messages onto them. Delivering a public receptive to what you want to tell them.

Every stage of this can be tracked, monitored and evaluated. Demonstrating how ‘fluffy’ PR can become 100 per cent accountable.